I think quite often people think of the content format too soon, when in fact it should be about telling your brands story online and then choosing the best type of content available in order to get that message across afterwards.

I've seen lots of good and bad examples for all types of content, it's more about the execution of the idea than the type.

It's really about building a solid content strategy mixed between different types of content and channels, so that you can create content to get your message across in a variety of ways to resonate with your audience.

Video is clearing pulling ahead as the best kind of content to produce. The problem is that a lot of marketers fear it, partly because they think it’s expensive to produce and partly because they don’t know how to report on it.

Mike Dubin at DollarShaveClub showed us what video-based content marketing can do with just $4,000.

I think LinkedIn's move into content marketing services has been very slick and offers great value. I'm really expecting it to get pretty sizable budgets in 2014 as it continues to become a primary target for B2B content marketing and advertising dollars.

Infographics are becoming passé. Although great ones really cut through, the tsunami of dross means they seem to catch less attention.

It's noticeable that companies are intentionally producing content that maps to a certain buyer need or stage in the funnel (sometimes with different formats per stage). I assume others are seeing value in that, like we do.

Comments (7)

Apart from content Infographics are also becoming an increasingly compelling way to tell even complicated stories visually. A copywriter can help comb your existing white papers and webinars for interesting infographic ideas, and then work with a graphic designer to make those ideas come to life

1) detailed and original marketing guides
2) online presentations (with stimulating images)
3) Case studies (but with lots of info and images, and if possible, a video discussing the project in addition to the info and images).
4) (unusual, colourful) competition with prizes
5) a fun viral of your company / how you work / why you're a creative organization
6) marketing cartoons

If using infographics, the information has to be really useful / original, with good, clear illustrations

Well described post.Quality and right content can speak volumes about your business, from its work culture to its level of professionalism. Always develop content with your users in mind in order to create engaging content . I hope this post has helped us to decide the best contents marketing format.

Visuals, when done right, can really transform your content. They make it easier for readers to digest the information. They make your content stand out among other text and capture people's attention. Even a few basics graphics can make a big difference.

There has also been a growing trend this year in the 'quick and easy' socially curated content approach, championed by the likes of Buzzfeed and to an extent Mashable.

This content is easy to 'read' (as it's often mainly images, other people's tweets or gifs) and results in healthy levels of social shares.

It's not new or ground-breaking, but certainly proves popular, perhaps due to the way it's easily consumed on mobile devices as well.

almost 3 years ago

James Perrin, Digital Communications Specialist at Feefo

Interesting to hear everyone's thoughts, and agree with most. I'd say, at the moment, the best type of content that's working is long-form - guides, whitepapers, instructions, etc. This type of ever-green content tends to be working well in terms of rankings, as well as visits. And I think with Hummingbird, it's more important than ever to ensure the user's needs and their search queries are at the heart of the content created.

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